ITOVi

What ITOVi does

iTOVi, LLC is a privately held Utah-based wellness technology company founded in 2018 that sells a proprietary galvanic skin response (GSR) wellness scanner paired with a mobile application. The scanner records the body's real-time electrical responses to a catalog of essential oil, supplement, and wellness product signatures, and the company's proprietary iTOVi Algorithm translates those readings into personalized scan reports recommending products that the user's body responded to most favorably. Results are bucketed into emotional and physical wellness categories, giving users a structured starting point for a wellness plan. The product surface has expanded beyond the core scanner to include iTOVi Face Scan (a camera-based scanning module), iTOVi DNA (a genetic testing kit), accessories, premium content, and extended warranty plans, all connected through iOS and Android mobile apps.

iTOVi makes money through a hybrid hardware-plus-subscription model. Customers buy the scanner device, with optional one-time Business Lifetime or Business Lifetime Plus plans, and pay ongoing subscription fees (Personal plan starting at $9.99/month) to access the app, scan features, and updates. Accessories, DNA kits, premium content, and extended warranties contribute incremental revenue. The go-to-market is product-led and direct-to-consumer via store.itovi.com, with community-led and referral-driven acquisition for the Business Builder segment that targets essential-oil and supplement entrepreneurs using the scanner as a sales and lead-generation tool.

The company operates from Orem, Utah (with both a corporate office at 336 East University Pkwy #1018 and a fulfillment/shipping center at 751 Quality Dr Suite 202), has 11-50 employees, has delivered over 6 million product recommendations since founding, and supports a community of close to 50,000 users and business builders. Leadership is led by CEO Colten Tidwell alongside co-founder Kurtis Smith. No external funding rounds have been disclosed, and revenue is not publicly reported.

Name

ITOVi

Legal name

iTOVi, LLC

Website

https://itovi.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

iTOVi is a private Utah-based wellness technology company that sells a proprietary galvanic skin response (GSR) scanner and subscription app delivering personalized essential oil and supplement recommendations to individual consumers and essential-oil business builders.

Ownership category

akta.pro rank

Product category

Wellness Biofeedback Devices

NAICS

Electromedical and Electrotherapeutic Apparatus Manufacturing (334510)

SIC

Electromedical & Electrotherapeutic Apparatus (3845)

akta.pro primary industry

Hydration, Nutrition & Metabolic Tracking Devices (Smart Bottles, Breath/Metabolic Analyzers) (CRACAQAI)

akta.pro secondary industry

Smart Fitness & Training Devices (Connected Fitness Sensors, Smart Jump Ropes, etc.) (CRACAQAH)

Keywords

• Galvanic skin response
• Biometric wellness scanning
• Personalized wellness reports
• Wellness biofeedback devices
• Essential oil product matching

Headquarters

HQ city

American Fork

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Technology or R&D, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Hardware Sales - iTOVi Scanner: One-time purchase of the iTOVi Wellness Scanner device, which provides access to scan functionality and the iTOVi app. Available through various plan tiers including Lifetime and Monthly options.
2. Subscription Plans: Monthly subscription plans (Personal and Business tiers) that provide ongoing access to the iTOVi app, scan features, and all future updates. Personal plan starts at $9.99/month.
3. Lifetime Access Plans: One-time fee for lifetime access to the iTOVi app, features, and all future updates. Offered in Business Lifetime and Business Lifetime Plus variants.
4. Accessories and Add-ons: Sales of scanner accessories, cases, DNA kits, extended warranties, and premium content.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

iTOVi designs, distributes, and supports a biometric wellness scanner device that uses galvanic skin response (GSR) technology to measure the body's acute responses to subtle electrical frequencies associated with wellness products. Readings are processed by the proprietary iTOVi Algorithm to produce personalized scan reports recommending essential oils, supplements, and related wellness products. The scanner pairs with iOS and Android apps, and is offered through Personal and Business subscription plans plus lifetime access tiers for individuals and product-business entrepreneurs.

Product overview

iTOVi offers a wellness technology ecosystem centered on its flagship Scanner device, which uses galvanic skin response (GSR) technology to analyze biometric responses to wellness products. The core Scanner works in conjunction with complementary modules including Face Scan and DNA testing kits, all supported by an app-based ecosystem. Additional offerings include accessories (cases), Premium Content subscriptions, and Extended Warranty plans. The company provides both Personal and Business subscription plans, targeting individual wellness consumers as well as product-based business builders in the essential oils and wellness industry.

Differentiator

Problem solved

Functional benefit

Brands

• iTOVi Scanner: The primary wellness scanner device that uses galvanic skin response (GSR) technology to create personalized scan reports.
• iTOVi DNA
• iTOVi Face Scan

Products and services

• iTOVi Scanner Hardware wellness scanner device that uses galvanic skin response (GSR) technology to measure the body's real-time responses to subtle electrical frequencies associated with wellness product signatures. Pairs with iOS/Android apps to deliver personalized scan reports recommending essential oils, supplements, and related wellness products for individuals, families, and client scanning.
• iTOVi Face Scan Face scanning add-on module that provides additional wellness insights alongside the physical iTOVi Scanner, complementing GSR-based readings with facial analysis data.
• iTOVi DNA DNA testing kit providing genetic wellness insights to complement the iTOVi Scanner's biometric readings, supporting more personalized wellness and product recommendations.
• iTOVi Accessories Supporting hardware add-ons for the iTOVi Scanner, including new protective cases and other device accessories.
• Premium Content Subscription-access premium content providing additional wellness resources and guidance for iTOVi Scanner users, supplementing the standard app and scan reporting features.
• Extended Warranty Extended protection plan for the iTOVi Scanner device that expands coverage beyond the standard product warranty.

Quantifiable outcome

• Over 6 million product recommendations provided to customers
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature5 records

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• ZYTO Technologies: ZYTO makes hand-cradle bioscanners that use galvanic skin response to produce "balance" and wellness reports, including product and essential oil recommendations. It is the closest direct competitor to iTOVi in the GSR-based wellness scanner category, with an overlapping MLM-style distributor channel.
• BICOM / Regumed Bioenergetic Devices: BICOM bioresonance devices measure the body's response to frequency signatures and are commonly used by alternative-health practitioners to recommend remedies and supplements. They serve the same bioenergetic wellness niche as iTOVi, particularly among European essential-oil and homeopathy practitioners.
• Qest4 (Schimmel / Regumed): Qest4 is a bioenergetic measurement device widely used by holistic and homeopathic practitioners to recommend remedies and supplements based on electrical response readings. It competes with iTOVi for the same wellness-practitioner and alternative-medicine customer base, primarily in Europe.
• NES Health: NES Health produces bioenergetic wellness devices and software that scan the body's "energetic" field and recommend informational remedies and wellness products. Like iTOVi, it sells hardware paired with an algorithm-driven recommendation engine targeted at wellness practitioners and consumer-distributor networks.

Broad incumbents

• Withings: Withings makes a range of consumer health devices (smart scales, blood pressure monitors, sleep analyzers) backed by a health-tracking app. It competes for iTOVi's "personal wellness" wallet share with a more clinically validated, broader product portfolio.
• Whoop: Whoop is a fitness and recovery wearable that measures heart rate variability, skin response, and other biometric signals, paired with a subscription app for personalized insights. It targets the same biometric-wellness consumer but with peer-reviewed validation and significant venture backing.
• Garmin: Garmin offers a broad line of fitness wearables with biometric tracking (heart rate, stress, body battery) that overlaps with iTOVi's wellness-tracking use case. As a global incumbent with deep R&D and clinical partnerships, Garmin sets the competitive baseline for consumer-grade biometric wellness.
• Oura: Oura is a clinically validated smart ring tracking sleep, recovery, and biometric signals for consumers. It is a broad incumbent in personal biometric wellness — same end user as iTOVi's personal wellness segment — but with deeper clinical validation, a recurring subscription model, and far greater scale.

Others

• doTERRA (wellness platform): doTERRA is one of the largest MLM essential oil companies and a likely downstream buyer and integrator of iTOVi scanners for its distributor base. It is a channel partner/adjacent rather than a direct product competitor, but its scale dwarfs iTOVi's installed base of ~50,000 users.

Emerging players

• Levels Health: Levels sells a continuous glucose monitor paired with a subscription app for metabolic insights and personalized nutrition recommendations. It overlaps with iTOVi's "personalized product recommendations from biometric data" thesis but is focused on glucose/metabolic health with clinical-grade hardware.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/itovi
• Instagraminstagram.com/itoviscanner
• Pinterestpinterest.com/itoviscanner
• Xx.com/itoviscanner

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ITOVi